Streamlined clock video

 

 

Etty-

Click on the link below to watch the video

 

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Postcards Deck

Postcards printed on coated card for exhibition

designed by – Seb

Conclusion

Etty-

As shown in previous chapters, the Streamline movement began after the discovery that, by adopting a teardrop shape, a means of transportation shows less resistance to water and wind, enabling it to move more rapidly than otherwise.

It’s astonishing to think of how such a discovery can affect such a vast number of Design genres; Product Design, Graphic Design, Interior Design, Architecture and Fashion all began to mimic the shapes of trains, boats and aeroplanes. 

Streamline Design is not just a critical movement in the History of Design, but is also a reminder that, no matter how severely an economy can crash, there is always hope for recovery and progress.

Image from: http://www.cambridgereprints.co.uk/image-files/036-lambretta-series1-1959-streamlined.gif

Bibliography

 

Article

Powell, J. and Danby, D. 2003, The Ne Mode of transport For the 21^st Century. P?

https://www.21stcenturysciencetech.com/articles/Summer03/maglev2.html

Morrison, J. 2012,How Speedo Created a Record Breaking Swim Suit. P?

http://www.scientificamerican.com/article/how-speedo-created-swimsuit/

 

Internet Entries

Diagram explaining principle of streamlined design, from Norman Bel Geddes, Horizons (Boston: Little, Brown and Company, 1932)

http://www.aggregat456.com/search?updated-max=2011-02-25T10:24:00-05:00&max-results=3&start=6&by-date=false

Bio Racer, 2014, Clothing Properties, [Online] Accessed on: 18-03-2014, Retrieve at:

http://www.bioracer.com/en/technology/clothing-properties

Bio Racer, 2014, One Cool Black Short Sleeve Jersey, [Online] Accessed on: 18-03-2014, Retrieve at: http://www.bioracer.com/en/collection/240/one-cool-black-short-sleeve-jersey

YouTube: Design Magazine, 2008, Speedo LZR Racer, [Online] Accessed on: 18-03-2014, Retrieve at: https://www.youtube.com/watch?v=r6PyoPaTzks

YouTube: TVNEWSRELEASE, 2008, Speedo Launches LZR Racer, [Online] Accessed on: 20-03-2014, Retrieve at: https://www.youtube.com/watch?v=dvMdqvO3R9g

YouTube: KCCI, 2009, ISU Professor Talks About Swimsuit Ban, [Online] Accessed on: 22-03-2014, retrieve at: https://www.youtube.com/watch?v=kCzjEZkbUJc

Wikipedia. (2014). LZR Racer [Online], Retrieve at http://en.wikipedia.org/wiki/LZR_Racer

Exploratorium, 2014, Aerodynamics, [Online] Retrieve at: http://www.exploratorium.edu/cycling/aerodynamics1.html

Vanlue. J. 2013. Desing for people [Online] 03/2014  
Retrieve at: http://jasonvanlue.com/essays/design-for-people/

Seven. The wondedrous locomotives of Raymond Loewy [Online] 03/2014
Retrieve at: http://obviousmag.org/en/archives/2008/04/the_wondrous_locomotives_of_raymond_loewy.html

Books

Bhaskaram, L. 2005, Design of the times, Switzerland, RotoVisoin

Forty, A. 1986, Objects of desire: Design and societ since 1750, Thames and Hudson Ltd

Mc Dermot, C. 1998, 20^th Century Design, London: Carlton

Woodham, M, J. et al. 2000, Icons of design – The 20^th Century,

Albercht, D. et al. 2000, Design Culture Now, London Laurence King

Hanks. A. D. Hoy. A. 2005, American Streamline Design: The world of tomorrow, Flammario

Liddament, T. 1991, Design In Society, Oxford U. Press

Heller, S. 1995, Streamline – American Art deco Graphic Desing, Chronicle Bks.

– Nevil Fernandes

CLOCK DESIGNS

15th April Group meeting

Assessing and picking apart designs from eachothers streamline modern publications

Day 24

-Etty

Edited text

Streamlined Interior Design

As mentioned in previous chapters, the streamline style made its way into American and English homes through the streamlining of everyday household products. Soon enough, these products were to be used in streamlined spaces, with the complete transformation of 1930’s interior design.

Below is Ronald Deskey’s interior design for socialite, Eleanor Hutton Rand’s home, in New York.

(Figure 1: Donald Deskey, rendering of Rand’s apartment, New York)

The highly durable linoleum flooring is decorated by white lines that flow across the room enhancing the curvaceous shell of the apartment. Sliding doors can be hidden away to make the rooms more harmonious and spacious.

Another example of a streamlined interior is Raymond Loewy’s transformation of his own conventional penthouse in ………..

The white, low lined, curved furniture resembles the interior of a spacecraft whilst the black floor and wall against the white paint give the room a sphere like shape.

(Figure 2: Living room at Lowey’s pent house.)

Streamlined interiors were most commonly found in the offices of American houses.

Mauser Werke’s executive office desk (1939) is supported by a pair of legs that almost resemble ocean liners. Parts of the desk can be streamlined away and the table has no right angles whatsoever.

(Figure 2: Executive office desk by Mauser Werke, Waldeck)

Streamlined Clothing 

The streamline movement began with the intention to make transport move faster by smoothening its exterior and therefor creating less resistance to wind and water.

Today the same techniques have been used to design Streamlined clothing, used for sports and everyday life.

Examples like the LZR Racer suit by Speedo (2008) and the Light Suit of TRON Legacy, a sci-fi film released in 2010, demonstrate streamlined fashion of today and tomorrow.

The LZR Racer swim suit is fitted with strategically placed patches that reduce drag and an elastic suit material which provides an air tight fit. The suit has been tested in various wind test facilities at NASA and was released in 2008 for the Beijing Olympics. The advantages provided by the suit resulted in its wearers winning Gold medals, setting new world records. Just like any performance enhancing drug, this performance enhancing suit was later banned from the Olympic Games. The design was simply too good.

“I felt like a rocket wearing the suit” – Michael Phelps

(Figure 1: LZR Racer suit worn by Michael Phelps)

The suit was later dubbed ‘the rubber suit’ because it provided a ‘rubber skin’ that repelled water that it came into contact with, enabling the swimmer to move more rapidly. The technological advancements of the streamlined suits are still used in many sports to providing an increased performance. Cyclists take full advantage of streamlined designs whilst cycling in heavy, windy conditions and footballer’s jerseys are streamlined for less tug and pull.

(Figure 3: Re-inventing LZR Racer suit by University of the Arts London.)

Whilst streamline ideas have been influential in changing the appearance and function of sports gear, futuristic costume design in film has created a demand in high street fashion for smooth air tight clothing.

TRON Legacy is a blockbuster about a synthesised concept of the future. The outfits used in the film went on to inspire leading fashion brand Versace to release a clothing range that imitates the streamlined light suit shown in the film.

(Figure 3: TRON Legacy, 2010 – Light suits)

For the synthesised world, the light suits, powered by lithium batteries, are cut close to the body giving them a stylish but industrial look.

(Figure 4: Versace – TRON inspired fashion show)

– Nevil Fernandes

 

Day 23

Latest Type tests for our book revealed that Caviar Dreams (font) is alike to Bellerose and others that I’ve mentioned previously. Caviar Dreams is the right font because it is clear and  also available in various weights. Find the link below to download the font and also the typesetting for the body text. You may choose to change the body type setting to what you see fit, below are the the settings I’ve used for my body text found in my Streamline Modern book.

Download font here
http://www.fontsquirrel.com/fonts/Caviar-Dreams

My Streamline book – Find example of Type setting here 
http://issuu.com/nevilanthonyfernandes/docs/book_complete

Font: Caviar Dreams

Type settings

——BODY—-

Font size: 10
Leading: 13
Tracking: 36
———————-
Check out my Type testing for more examples of Type settings.

IMG_20140409_0007 IMG_20140409_0006 IMG_20140409_0005 IMG_20140409_0004  IMG_20140409_0001 IMG_20140409_0002

Day 22

Edited text 

Before the streamline movement spread into the interior design of homes and furniture in the late 1930’s, the average American home was cubo-futuristic. The design transition, towards streamline, modernised the homes of the upper and middle classes and established a design consistency within homes, offices and industrial products- a look that became a symbol of American modernity.

During the 30’s homes became more expensive to purchase leaving many average Americans reluctant to invest in property or in modernising interiors. However, the evolution of design continued. The ideas of, streamline pioneer, Donald Deskey for the interiors of deluxe dining rooms stretched out beyond the confines of city apartments and led the way in innovative domestic arrangement design. This included a transition from separated rooms to a recreation area. It eliminated the dining room and it encouraged interest in apartment and interior refurbishment. As the fashion developed and grew many began to invest in these designed interiors for the sake of having spacious modern apartments and rooms, despite the expense.  

Deskey’s interior for socialite Eleanor Hutton Rand set a trend which encouraged appearance conscious  families into similarly streamlined homes. The luxuries of  having recreation rooms expanding from the confines of the living room suddenly made homes modern, cool and spacious –  propelling Rand’s living room design into the 30’s mainstream.

(Figure 1: Donald Deskey, rendering of Rand’s apartment, New York)

– Highly durable linoleum flooring with double lines stretch across the room whilst complementary furniture evoke the elegant yet informal lifestyle concept of the modern apartment. It illustrates Deskeys fascination for streamlined shapes and new materials.

– Another example of an interior adopting streamline decoration & Deskeys spacious arrangements is Lowey’s living room in Lowey’s Penthouse, which transformed the ‘conventional’ box room via streamline. 

The decorated fireplace mantel was rectangular on the left and rounded on the right and above it a circular mirror replaced the traditional rectangular mirror which neighbored a vase-shaped sconce. Low line furniture following the lines of the fireplace mantel allowed a streamlined characteristic to be achieved.  

(Figure 2: Living room at Lowey’s pent house.)

It is evident that industrial designers incorporated a futuristic and aerodynamic appearance into the style of products for the home and office. 

– Executive chair design by Mauser in Germany 1939 (figure 2) features a smooth table top and, just, two rounded legs decorated with elongated lines, resembling shape of a streamlined ocean liner. Taking this example, we may notice that contemporary furniture shares a full 3breath of streamline 

– ICON desk (figure 3 ) by Arco/ Michele, it is simple, rounded, smooth and takes the form of a teardrop. The ICON desk’s appearance also stems from 1950’s Cadillac car designs characterised by the long pointy tails which epitomised the classic style of the US automobile from the 30’s to the 50’s. Michele’s design approach was to give the ICON Desk a hovering, futuristic, appearance that pretended the desk was a vehicle in itself, like a hover craft – another repeated idea within literature of the 1930’s.

(Figure 2: Executive office desk by Mauser Werke, Waldeck)

(Figure 3: ICON Desk by Michele)

Efficiency being a major factor of streamline, Michele designed the ICON desk to tackle ergonomic problems that restrict speed of work whilst also appearing elegant and cool. The width of the table and units eliminated wires from the surface to provide optimum space and thus, it was believed, reduce clutter and provide an efficient workspace. Because of the influence of efficiency, via streamline, the majority of contemporary office desks are designed to be less dramatic in form- and economic.

It could be speculated that modern day furniture not only takes inspiration from the forms of streamline but crucially from it’s focus on efficiency also.

Streamline Clothing 

Characteristics of the 30’s movement not only inspire architecture, commercial products and travel, but they have also led to developments in clothing fashions- in both sports apparel and in trendy outfits. Examples like the LZR Racer suit by Speedo, (2008) and the Light Suits costume design of TRON Legacy sci-fi film (2010) demonstrate streamline fashion of today and tomorrow.

The LZR Racer swim suit by Speedo is notable for it’s futuristic, Avant Garde appearance and crucially it’s streamline/ aerodynamic performance characteristics from strategically placed patches that reduce drag and an elastic suit material which provides an air tight fit. The suit was checked in wind test facilities at NASA and was released in 2008 for the Beijing Olympics. The advantages provided by the suit resulted in it’s wearers winning Gold medals and setting new world records regularly. Just like any performance enhancing drug, this performance enhancing suit was later banned from the Olympic Games. It was too well designed.

“I felt like a rocket wearing the suit” – Michael Phelps

(Figure 1: LZR Racer suit worn by Michael Phelps)

The suit was later dubbed ‘the rubber suit’ because it provided a ‘rubber skin’ that repels water on contact with the surface of the suit increasing the streamline effect, function & form of the swimmer- allowing him to travel more efficiently and faster. The technological advancements of the streamlined suits are still in use in other sports to provide increased performance, such as in cycling for heavy, windy, conditions and on football jerseys for less tug and pull.

(Figure 3: Re-inventing LZR Racer suit by University of the Arts London.)

Whilst streamline ideas have been influential in changing the appearance and function of sports gear, futuristic costume design in cinema has also opened up high street fashion to a trend in smooth air tight clothing.

– TRON Legacy, 2010. A streamline influenced film about a synthesised world and concept of the future. Outfits used in the film went on to inspire leading fashion brand Versace to release a clothing range that takes the streamline light suit fashion approach – giving high street fashion a new genre of clothing.

(Figure 3: TRON Legacy, 2010 – Light suits)

For the synthesised world, the light suits, powered by lithium batteries, are cut very close to the body giving them an industrial look. Even though the costumes were produced for a film, the idea of air tight streamlined fashion draws from  the smooth surface and line work found in streamline architecture and travel, which later also inspired Versace and high street fashion. 

(Figure 4: Versace – TRON inspired fashion show)

It is clear that streamline fashion is here to stay because it gives a futuristic look, reveals the curvature lines of the body and ultimately makes an outfit look sleek and attractive. Skinny Jeans, laceless shoes, slim ties, and discrete cuff links- the streamline fashion of today.

– Nevil Fernandes